Creating relevant and diverse ads at scale utilizing Google’s machine learning that performs well in products, like responsive search ads, responsive display ads, and Universal App campaigns can be a challenge due to a lack of reporting to find out the combinations that work best.
To help advertisers create the best ad experiences for their customers Google has announced new insights to manage responsive search ads more effectively.
The updates on Monday include new ad strength,
Ad Strength Indicator
The new ‘ad strength’ metric measures the relevance, quantity, and diversity of an ad copy in the responsive search ads. It can be seen when writing a new responsive search ad as well as in a column in Google Ads.
The indicators ranging from “Poor” to “Excellent” combined with actionable feedback appears to help to improve the effectiveness of the ads. Suggestions such as “Add more headlines.”
Here is a screenshot of the new ad strength UI: Use ad strength to create more effective responsive search ads
Starting in early September, ad strength will become available as a column in the interface. And, it will appear in the ad creation interface for responsive search ads over the next several weeks. Google notes, it will also become available for responsive display ads in the coming months.
Google has pushed advertisers to have at least three ads per ad group for more than a year now, and responsive search ads aimed at helping advertisers meet that goal.
Google advises advertisers to provide as many distinct headlines, descriptions, and other assets as they make sense for their business to help machine learning generate a larger number of relevant, effective ad combinations. it’s recommended to focus at least “five headlines.”
Also, Google says, advertisers must provide at least “up to 15 images and five logos, headlines and descriptions per ad” to create a responsive display ad.
Reporting On Responsive Search Ads
Advertisers can preview their ad combinations as they create responsive search ads. The ad preview let advertisers see “what their ads might look like,” and let them browse through the ads to check the ads.
And, now through the new reporting they can see for example “what’s showing up most often on the search results page.” The stats include headlines, descriptions, and top combinations are shown.
Here is a screenshot of the new responsive search ads (RSA) best practice for Search ad groups:
This new reporting can be seen in the Google Ads interface, by going to “Ads & extensions,” then from the Attributes sections, select Ad type then Responsive search ad.
Screenshot below shows the new RSA reporting in Google Ads UI:
Promote App Through UAC
Google now recommending to use Universal App Campaigns (UAC) to promote apps at scale, that leverages machine learning to automatically “combine creative assets with content from the app store page to create personalized, relevant ads at scale.”
Google is advising to provide at least four to five text, video and image assets of varying lengths and sizes.
Developers looking for more guidance to design and optimize creative for a UAC, can check this online course. And, to learn more about promoting the mobile app in Google Ads, head over to g.co/learnappads.